Apple

Apple is probably the most popular company in the electronic devices market. It is well known for the quality of the products it manufactures and sales. Due to the very high quality, the products are very expensive (but still very popular) and the gives the brand an image of exclusivity.

A couple of months ago Apple launched Iphone5, a very expensive product. At first the company thought of launching at the same time Iphone5c, which was going to be a lowcost version of it. With the lowcost version the company aimed to target consumers with a lower income power, but at the end the lowcost version wasn´t launched and Iphone5c was just another version of the new product. Probably the company changed its mind beacause it would have affected the exclusivity of the product.